Coping with a Crisis

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Coping with a Crisis

• April 16, 2009

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What Is A Crisis?Often, an Issue That Gets Out
of Control

• Sudden
• Occurs without warning
• Various levels of severity, often accident or
  natural disaster-related
• Public involved almost immediately
• Smoldering
• Issue is not yet generally known, might go public
• Some degree of control over timing of information
• Ongoing debate about when to go public and/or
  whether to be proactive with story

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Two Realities in a Crisis

• What is happening?
• What the public thinks is happening?
• Good crisis management brings the two realities
  closer together.

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Crisis Management - Examples

• RF supported JTB and travel partners through
• Message development
• Telephone media training
• Communications to travel partners
• Arranging interviews and op-eds
• B-roll shoot/distribution

Natural Disasters Hurricane Ivan 2004 Hurricane
Katrina 2005 Hurricane Dean 2007 Business
Volatility Air Jamaica Fuel Prices Global
Economic Crisis Man-made Music/lyrics
Issues Human Rights/Gay Rights Issues On-island
demonstrations Health Malaria, Dengue
Natural Disasters Hurricanes, floods Business
Volatility Market volatility, bankruptcies
Man-made Labor, terrorism, crime,
corruption Health Malaria, Dengue
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Keys to Crisis Communications

• Build internal recognition of the value of
  country reputation
• Identify issues and manage accordingly
• Dont wait until they become crises
• Understand how people and cultures interpret risk
  and construct your communications accordingly
• Be responsive and accountable

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Five Principles of Crisis Management

• Act quickly.
• Know your crisis plan and stick to it.
• Put people first, assets second.
• Show responsibility, leadership and compassion.
• Take control.

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Who Can Help

• Operations
• Technical
• Manufacturing
• Marketing
• Security
• Management
• Public Relations
• Legal
• Advertising

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When Crisis Strikes

• Get the facts.
• Customer experiences
• Product / area affected
• Lots/ batch codes
• Geography
• Notify personnel immediately.
• Activate crisis management team.

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When Crisis Strikes

• Notify public authorities.
• Activate PR response plan.
• Communicate clearly, reporting to internal and
  external audiences.
• Line up resources and allies.
• Determine key messages.
• Identify spokesperson and rehearse.
• Evaluate standards.

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Turn Crisis Pitfalls Into Cheers

• Do
• Tell what has happened and relate the facts known
  then.
• Express sympathy or empathy for those affected.
• Investigate thoroughly.
• Respond to media.
• Update audiences.
• Prepare for recovery.

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Turn Crisis Pitfalls Into Cheers

• Dont
• Be silent -- the first 24 hours are crucial.
• Blame or accuse anyone of anything.
• Speculate.
• Release information about people and violate
  privacy.
• Release information about crime -- let the police
  handle that.
• Mislead, lie or cover up.
• Believe the crisis will disappear.

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Do Whats Right

• Prepare for crisis.
• Anticipate worst-case scenarios.
• Read the plan / manual.
• Execute during crisis.
• Act from plan and policies.
• Recover after crisis.
• Performance is the best way.

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Thank you! Questions?